1. Fashion in Social Media
JESSICA CARRIGAN, JULIO CAMPOS, REBECCA FOX & KIRAN RAM

2. OVERVIEW
 How social media can benefit the fashion market and increase business income
by connecting high cost fashion trends to lower cost main markets, thus
increasing the size of the target market
 How social media can bring awareness of new trends in fashion, new type of
fashion show, on-line exclusivity, first rights to purchase items after show
 How new technologies can help fashion conscious individuals connect to items
they have seen and want to own
 Trends and statistics related to use of social media in fashion

3. Effects of Fashion on the Individual
 Helps determine self identity
 Self expression
 Helps relay a mood
 Canvass for displaying interests, opinions, logos brand names
 Send a message

4. Creating Identity
 Consider the popular TLC show What Not to Wear
 This show is geared towards giving the average women a fashion makeover in
order to match her fashion with her personality
 Helps find and define her identity
 Fashion helps to obtain optimal identity performance in the workplace and in
society
 Offers fashion tips to help dress different body shapes while wearing clothes that
best define you as a person
 Identity can be expressed through fashion!

5. Technology is everywhere in Fashion
 Employment research
 Trend Research
 Reports
 Videos, Podcasts, Blog postings
 Trend, concept and mood boards
 Client presentations

6. Technology is everywhere in Fashion
 Technical Specification sheets
 Costing and Markup Sheets
 Store Layout and Design
 Product Development and Merchandising Database Applications
 Virtual Fashion Design and Merchandising

7. Social Media used in Fashion: Trends
 Fashion icons- active users of social media sites such as Facebook, Instagram,
Twitter and Tumblr create a platform for exposure of clothing by fashion designers
 Live social streams during live streams of runway shows- many designers are
adding social media streams to live stream shows to allow others to view the
opinions of others
 Fashion Apps- can be downloaded to a computer or mobile device to allow one
to follow favourite designers, express favourite styles and help find different styles
i.e. Lyst (create your own store) Polyvore (internet-based trendboard),
VisualRetailing (visual merchandising and retail execution applications)

8. New York Fashion Week Trends
 One study from eBay Deals looked into data from five social networks during NYFW and
found more people are using social media for wardrobe advice, inspiration and the latest
trends. Top fashion accounts live tweeted from the shows and two brands, Badgley
Mischka and Bergdorf Goodman, co-previewed their collections exclusively on Pinterest.
 Fashion-related tweets doubled from last year's events
 Professional photographers made use of Instagram.
 Fashionistas can keep track of events and viral moments through a live feed that curates
tweets and pictures from attendees.

9. Social Media On the Rise: Tweeting
Revenue
 There has been an astounding 357 % increase in sales from social traffic
compared to last year.
 91% of e-commerce retailers saw a lift in their SEO rank thanks to social referrals.
 Over the period of Jan.- June 2013, social traffic to e-commerce sites has created
a revenue increase of 17.8 %
 30% of Twitter users begin thinking and tweeting about holiday shopping before
October
 65% percent of consumers use social media to find the perfect gift for people.

10. Did you know?
 Four in 10 social media users have purchased an item in-store or online after
sharing or “liking” on Facebook, Twitter or Pinterest.
 Social media drives about equal proportions of online and in-store purchases.
 Half of social media-driven purchasing happens within 1 week of sharing,
tweeting, liking or favoriting the product.
 74 %of consumers rely on their social networks to make purchase decisions.
 When it comes to sharing news about their online purchases, 55%of consumers
choose Facebook, 22% share on Twitter, 14% on Pinterest and 5% share on
Instagram.

11. Social Media drives traffic to retail sites
 Facebook is the leader when it comes to driving social traffic to retail sites
(responsible for about 60 %) with Polyvore (20 %) and Pinterest (15 %)
 Polyvore drives a higher average order value than Facebook, Pinterest and
Twitter combined. Polyvore’s average order value is $383, versus Pinterest’s
$199.16, Facebook’s $92.27 and Twitters’s $58.02.
 While Twitter and Facebook tend to drive purchases of products people were
already researching or considering, Pinterest is more likely to drive spontaneous
purchases.

12. Social-to-store purchases: Trends
 When it comes to social-to-store purchase, discount retailers are the most popular
location for purchasing:
 26% of in-store purchases from Pinterest were at discount retailers vs. 12% at
department stores.
 43%t of in-store purchase from Facebook were at discount retailers vs. 14 % at
department stores.
 Twitter and Facebook tend to drive technology-related purchases:
 34 % of Twitter-driven purchases and 25 % of Facebook-driven purchases were tech or
electronics products

13. What happens when you “like” or “pin”?
 Drive e-commerce to the site, which generates social traffic and exposure
 Support local store sales
 Potentially increase store sales
 Feel a sense of social belonging within the social network

14. Retailer issues with Social Media
 Creating and maintaining loyalty- In order to maintain customer loyalty, retailers
and designers must make a conscious effort not to ignore social media
communications, and play an active role in engaging their consumers
 Social Traffic is meaningful without sales revenue- Social traffic creates
exposure, which leads to an increase in sales eventually, but may not occur right
away
 If you don’t use it, you lose it- once a retailer or designer participates in social
media networks and blogs, they must remain active members in order to increase
social capital and revenue (social media sells!)

15. Celebrity Involvement Never Hurts
 Fashion shows, designers and products always gain huge exposure with celebrity
endorsement
 See Taylor Swift Performance at the Victoria Secret Fashion Show
 Brings lovers of music, fashion and celebrity into one
https://www.youtube.com/watch?v=tNoRkxCBi6Q

16. Consider model Cara Delevingne
 Supermodel, actress and fashionista
 Uses social media to promote her brand which allows paparazzi to repost memes
of herself
 She also has a video in which she is leading a group of models in Harlem Shake.
She was named Model of the Year in 2012.
 Uses Twitter, Instagram (over 6 million followers) and Tumblr to display her
professional photos
 Fashion Icon for Topshop’s Autumn/Winter 2014 collection

17. Social Media & the Fashion Industry
Mashable.com, 2013

18. How Social Media bridges the gap
 With continuous growth and new innovations it’s easy so say Social Media
and Fashion have come a long way in a short period of time
 What was once only available to a select class such as the rich and famous,
fashion- whether it be high end or a new and upcoming street designer, is
now accessible to anyone and everyone
 Fashion shows, previews, collections and even interactive discussions are
being made available and even incorporating its consumers all thanks to
Social Media!

19. Front Row Seats- Online!
 More and more Fashion labels are
using social media for not only
exposure, but inviting us to have
front row seats!
 With its high demand, fashion
shows from around the world are
now accessible to everyone on
demand through various social
media outlets!
Mashable.com, 2013

20. Front Row Seats- Online!
 Most popular social media sites get involved with
fashion week and popular fashion shows, for
example:
Pinterest- A popular photo sharing website that uses
pictures, videos and inspiration boards to post live
coverage
Twitter- Designers, Brands and attendees post tweets
of live, up to date footage and information at shows
and viewings
(Sendible.com, 2014)

21. Live Fashion Shows Online
Instagram- Uses pictures and videos to promote inspiration and exposure of
designers and brands during and long after fashion shows
Youtube- Brands and Designers can utilize this social media site to stream live
coverage of shows and behind the scene action
Check out Burberry’s Fall/Winter 2014 Collection here on Youtube and see for
yourself! https://www.youtube.com/watch?v=dL9JVxq6x2M

22. Live Fashion Shows and #’s
 Another way Fashion labels and designers attempt to get
their consumers involved and interactive with live shows if
through Hashtags (#)
 The idea behind this concept is to not only engage the
audience but at the same time gain exposure
 For example: #FashionWeek2014

23. Brand Awareness
 Fashion and Social Media go hand-in-hand, that’s why fashion brands and
retailers have utilized the booming online social media world of over 1 billion
users, to gain exposure, interest and overall name for themselves.
 More and more new and upcoming labels and designers are fast tracking and
obtaining exposure and interest through social media as opposed to the days
when it could take years to obtain that kind of recognition.
Econsultancy, 2012

24. Brand Awareness continued…
 For example, Burberry a high end fashion label once known
to be untouchable and almost illusive to the every day street
shopper, accumulated over 80,000 mentions during a 5-day
period of Fashion Week ast year alone.
 Many other brands found themselves dominating virtual
conversation during fashion week as well thanks to Social
Media which in turn drove sales up
 This type of exposure online continues to help the fashion
industry and to small scale designers thanks to its availability
and activity.

25. #RunwayTrends to #TrendingTopics
 Thanks to social media sites such a twitter,
Designers and brands are now able to use the
site to keep consumers updated about
upcoming trends, colours and news about the
label.
 This type of communication helps high fashion
to become more accessible, personable and
often works to engage customers and has been
proven to enhance a higher brand loyalty
among customers.

26. #RunwayTrends to #TrendingTopics
 One example of how this trend works in favour of the fashion lable is Victoria Secret
 Victoria’s Secret launched the hashtag (#) #VSteeneybikini on Pinterest , Instagram and Twitter.
 VS had approximately 27,000 followers on Pinterest and just over 20,000 of those followers used the
#VSteeneybikini and are following the Pinterest board.

27. Social Media in the Fashion Industry
 Here is a great video that explains how the fashion industry uses social media to
connect consumer s
http://www.bloomberg.com/video/social-media-in-the-fashion-industry-
6A6WWK0cQR~gOjYNP6AmiQ.html
Psfk.com, 2014

28. Social media driving fashion sales
 Facebook and twitter are the two most common social media sites for businesses
 Using social media for business is not only important for advertising but being
able to talk directly with customers
 Social media can be a great advantage for a business if used properly but if used
improperly can be a big waste of time
 While social media sites are free most business pay employee’s to monitor these
websites to make sure they are being represented professionally

29. Keep
 Targeting women in their 20’s and 30’s
 Develops a list of over 100 of instagrams most fashionable women
 Can include anything from handbags and jewelry to shoes, bikinis and gives
customers direct links as to where to buy them
 President of the company believed that instagram was the most popular site
related to fashion and fashion bloggers
 keep.com

30. Rue La La
 Members only online fashion retailer offering desired brands; members only
prices
 Entices customers to their brand through exclusive social media campaigns
 The exclusivity intrigues many women alowing them to brand high end products to
regular consumers
 Moms of style campaign on pinterest was mentioned in Rue La La’s

31. Kate Spade
 kate spade is a site that uses
photography and designs to express its
brand
 This brand uses a variety of social
media to bring awareness to its
products and attract users
 It gives the users opportunities to view
and gain insight on trends and products
from the perspectives of different social
media sites

32. Free People
 freepeople.com uses its own
techniques to attract customers
by allowing featuring
customers wearing free people
apparel on the website
 With every purchase the
customer receives a card with
#hashtags that can be used if
they want to be featured on
free people apparel

33. Tips on Increasing revenue with social Media
 1- Give customers incentives for making more frequent purchases
 2-Give customers reasons to spend more on each purchase
 3-Combine email marketing offers
 4-Educate your customers about your other products and services
 5-Provide consistent value
 Bonus tip – measure the results

34. Top 5 Fashion Brands Using Social Media

35. Burberry
 Burberry launched its first digital
campaign in 2009, titled Art of
the Trench
 This facebook campaign
pushed the burberry fan page to
over 1 million fans in 2009
 This facebook page now
contains over 16 million fans
 burberry.com

36. Astley Clarke
Astley Clark is an online accessory
hub. Ashley clarke uses social
media platforms to keep its clientele
engaged. Their twitter, facebook,
pinterest and instagram are
engaging and interactive. With
9,122 likes on facebook they keep
customers interested in their
products by posting pictures of
jewelry and other posts. It Is
believed that they are slowly
capturing their market in an effective
way
Astleyclarke

37. Sophie & Trey
Sophie and Trey is an online
fashion store featuring a wide
variety of womens clothes. They
how how instagram can be
effectively used as a marketing
tool by fashion labels. They
encourage their followers to
hashtag their sofie and trey
outfits as one of their techniques
for interacting with their fans.
This brand has gained success
from keeping their social media
pages active and engaged
Sophie & Trey

38. ASOS
 ASOS is an independent fashion
and beauty store offering a wide
range of branded products along
with their own products. ASOS
is using social media as a
marketing tool and have been
very active with their facebook
and twiter fan following. They
use a unique interactive page
where customers can post ideas
and based on the number of
likes these ideas gain popularity.
ASOS

39. Nordstrom
 Online fashion store having
everything from shoes, bags,
clothes to accessories.
Nordstrom has a very active
twitter page, with around 470
thousand followers. They
also have very active
facebook and instagram
pages where they keep
connected and offer
giveaways to show their
clients how much they care
Shop Nordstrom

40. 12 Strategies to Increase Online Sales
 Use images when posting to Facebook
 Post daily content
 Increase exposure of your communities with social buttons
 Run a Launcrock campaign
 Leverage social reviews
 Create micro content
 Run a twitter Q&A
 Run a pinterest treasure hunt
 Experiment with different titles in blogs
 Make it easy for customers to share and like products
 Invest in an infographic
 Create a complimentary board on pinterest
Retrieved from: http://www.shopify.ca/blog/7900695-12-social-marketing-strategies-to-grow-your-online-sales